05/03/23 PUMA ditches fur and kangaroo leather!

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One of the largest world sports brands joined the Fur Free Retailer program

- Dolce & Gabbana, Adidas, Armani, Gucci, Prada, Versace have already said NO to fur…

The international animal protection organization FOUR PAWS and the Fur Free Alliance organization, whose member is also the Animal Friends Croatia association, announced today that PUMA, one of the leading world sports brands, has joined the international program „Fur Free Retailer”. Even though PUMA presently does not have fur products in its offer, by this joining it confirms its rejection of fur and wants to help raise awareness of animal welfare.

„PUMA has been working on sustainability for over 20 years. Aside from focusing on human rights, climate actions and circular economy, our goals of biodiversity already included the reference for protecting endangered species, as well as their habitats. Furthermore, we continuously work on innovations in order to produce new materials that assist us in avoiding the use of animal skins. That is the reason we joined the Fur Free Retailer program and this year gradually discontinued the use of kangaroo leather”, points out Stefan Seidel, Senior Manager of Corporate Sustainability at PUMA.

Brigit Oele, Head of Fur Free Alliance program, states they are thrilled that PUMA takes a clear stand against animal suffering: „Keeping wild animals captive in small cages for the purpose of fashion items is cruel, outdated and unnecessary. PUMA’s move proves that today’s brands appreciate transparency and innovations and do not want to have anything to do with the brutal fur trade.”

Anne Wessendorf, Head of the Textile Campaign at FOUR PAWS organizations, agrees that PUMA is sending a strong message for animal welfare and paves the path for other fashion brands to follow their example and switch to animal-free alternatives.

For years there has been a global trend toward increasing animal welfare as the majority of the public rejects fur production. A clear turn towards eco-friendly fashion, without the use of animal materials, can also be seen in major fashion houses throughout the world. Dolce & Gabbana, Adidas, Burberry, Michael Kors, Jimmy Choo, Armani, Gucci, Prada, Versace and Moncler are just some of the growing numbers of those who have committed to ditching animal fur from their collections.

Animal Friends Croatia also welcomes PUMA’s decision: „We are happy that PUMA shows such a determined stand on ditching the use of kangaroo leather and fur in their collections. Animal breeding for fur is exceptionally callous. Animals spend their entire lives closed in tight, dirty cages in which they cannot move and in the end are being killed by having their necks broken, by suffocation, by poisoning, or by genital electrocution. Therefore, ditching fur is the only way of helping unfortunate animals who suffer and die due to human vanity. Consumers themselves through their fashion choices seek ethical and sustainable fashion for which no animal has to suffer.”

Already, Croatia and dozens of other countries by banning animal breeding for fur, protect weasels, chinchillas and other furriers. Animal Friends Croatia invites all not to purchase and wear products that contain fur, skin, feathers and silk, but to turn to all-present ethical and ecological alternatives.

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